Kristen Cavallo
Global Chief Executive Officer at MullenLowe Global
Richmond, Vereinigte Staaten von Amerika
TitelAXEination
Agentur
Kampagne Axeination
Werbende Unilever
Marke Axe
Datum der ersten Ausstrahlung/Veröffentlichung 2021 / 6
Geschäftsbereich Deodorants
Philosophie Let’s face it, getting vaccinated is hot... who knew being vaccinated was such a trending topic in your dating profile? And although getting vaccinated may be the newest relationship status to spark attraction, some young adults have yet to get their shots. In fact, more than half of Gen Z adults said they were not in any hurry to get the vaccine*. With young guys dropping the ball on their grooming routines during quarantine combined with their vaccine hesitancy, guys don’t have the tools to engage in a summer of attraction.**
As the leader in men’s grooming, today AXE is launching ‘Get Axeinated,’ a program to help increase Covid-19 vaccine rates among young guys while also helping them smell great and stay safe, so they can reenter the dating world with confidence.

AXE’s new digital ad spot, a light-hearted parody of a traditional press conference, highlights the importance of getting vaccinated as well as the role that fragrance and attraction can play in getting back out in the world and giving guys confidence. In order to get close again this summer, getting vaccinated is just one piece of the puzzle and AXE wants guys to know if they want to get back into the dating world, they should also Get Axeinated. The video drives viewers to www.Axeination.com where guys who have been vaccinated, or intend to, can claim their Axeination Kits. The idea was created by LOLA MullenLowe and will live on digital platforms across the U.S.

Additionally, to help create excitement around getting vaccinated, AXE is stopping
in the state of Georgia, where vaccination rates are among the lowest in the USA,
especially among young people who are just gaining access to COVID-19 vaccines.***
The brand will host an in-person “Axeination Station” in Atlanta on Tuesday, June 22nd. Those interested can visit The Atlanta Beltline from 5:30 to 7:30 PM EST for a chance to get Axeinated in-person and receive an Axeination Kit to take home.

AXE will offer an online Axeination Kit giveaway, launching Monday, June 21st, to equip guys nationwide with confidence and invigorate excitement around getting vaccinated. Inclusive of the tools they need to reemerge into the dating game, the Axeination Kit contains AXE’s iconic body spray and an Axeination certificate.

AXE is also partnering with Snapchat to introduce a new technology experience, 3D Body-Tracking augmented reality (AR), in support of the larger campaign. Debuting this week, AXE will launch a Snapchat Lens that enables Snapchatters anywhere in the US to digitally visit Axeination centers to get Axeinated with AXE Body Spray. Snapchatters will also have opportunities to grab the limited Axeination kits directly from the Snapchat Lens through a button feature. When clicked the button will open up the Axeination.com landing page for everyone to claim their kits.

Get Axeinated comes on the heels of the Brand’s “The New AXE Effect” launch earlier this year and a revolutionary product upgrade across their portfolio. The New AXE Effect gives guys the confidence to spark attraction anywhere and with anyone by feeling and smelling their best. If you’re into it and they’re into it, then AXE is into it.
Medientyp Interaktiv
Länge
Markt Vereinigte Staaten von Amerika
Mehr Informationen www.Axeination.com
Produktionsfirma
Global Brand Director
Global Brand Manager
Global Business Leader
Global Strategy Director
Geschäftsführer
Global Account Director
Executive Creative Director
Creative Director
Creative Director
Kreative Leitung
Kreative Leitung
Art Director
Texter
Planungsleiter
Produktionsleitung
Creative Agency
Chief Executive Officer (CEO)
Chief Creative Officer
SVP, Executive Creative Director
VP, Creative Director
EVP, Head of Production
SVP, Executive Producer
Produzent
SVP, Managing Director, Cultural Impact
Cultural Impact Manager
VP, Planning Director
Strategieplaner
VP, Group Account Director
Account Supervisor
Senior Project Manager
Regisseur
Executive Producer
Executive Producer
Produzent
Produzent
Direktor Fotografie
Ton
Musik Big Sync Music
Produzent Post-Produktion
Experiential Production Company
Founder, Managing Director
Director of Production
Projektmanager
PR Agency

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